“Our customers today are more inclined towards padded bras though their choice of colors has remained the same -- black, white and skin,” says Sanjay Dawar, Director, Bodycare Creations. “We have launched new designs in sports’ bras, padded bras, maternity bras,” he adds. “Our choice of fabric is cotton, though depending on a particular design, we use modal and polyamide fabrics as well,” he adds.

Growing awareness about sizes

A twenty five-year-old brand, Bodycare Creations understands customer preferences better than any other brand in the market. “Times have changed,” notes Davar. “Today, women are more open about their style preferences, they like to explore and buy. They are more aware of what size fits them and what kind of product will look good on them. They can also now compare prices of different brands before making the final selection,” he adds. Bodycare integrates the returns data from our online sales vertical to understand if the customers are facing sizing issues in a particular style.

Customer preferences drive sales

Davar points out not just style choices, even spending capacity of women has changed. With the middle income group having a good amount of disposable income, their buying capacity has improved. In fact, the burgeoning middle class is the prime driver of retail revolution in India. “All our designs and sizes are based on customer preferences,” adds Davar. “To improve it further, we are integrating the returns data from our online sales vertical to understand if the customers are facing sizing issues in a particular style,” he informs.

At the click of a button

“With the mobile revolution in India, Indian women can now buy their favorite brand/product at a click of a button regardless of their environment. They can order from home, office, while travelling from work to home or vice versa,” states Davar. The major driving factor is online availability of multiple brands, one can now choose from a number of brands without moving an inch. “To improve it further we are integrating the returns data from our online sales vertical to understand if the customers are facing sizing issues in a particular style.”

With sales going digital, the brands can now avail of consumer data preferences, some of which could be used to define the production of next product. “Consumers have become more brand conscious, with additional disposable income helping them to fulfill their aspirations without burning a hole in their pocket. To tap this demand, we plan to expand our offline retail network by adding new retailers and distributors in unexplored markets,” Davar sums up.

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